As you are probably aware by now, Brad Pitt’s Chanel No. 5 commercial dropped yesterday–and it’s a head scratcher. (What’s “inevitable,” Brad, WHAT?) But the whole point of a commercial is to get you to think about the product, and we bet a whole lot of people are thinking about Chanel today.

Fragrance commercials–which are the ancestors of the new-generation “fashion film“–have a storied history of being odd. Celebs and brands have to try to make their particular scent stand out in a veritable sea of little glass bottles. And you can’t convey a smell over TV, so you have to make it memorable, right? Having Brad Pitt say confusing things or watching Jean Paul Gaultier morph shapes is a good way to do that.

Click through to watch 10 commercials from the 70s to now that have us saying, “Um, what?”